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The Hollister Brewing Company, owned by Marshall Rose, his son Eric, and restaurateur Larry Kreider, opened its doors on Sunday. The soft opening brought in a steady crowd of people, making for a “crazy, wild day,” according to Marshall Rose. “I’m really pleased and humbled by it.”

Located at the northeast corner of the Camino Real Marketplace in Goleta, the new brewery is replacing Camino Real Cafe. The three looked at a number of different locations, but decided on the Camino Real Marketplace because of the activity surrounding the area. “It’s a very important part of the Goleta Valley,” Rose said. With traffic being generated by a movie theater, Home Depot, Starbucks, and Borders, the trio envisions the brewery as another option for older college students and researchers to enjoy a nicer beer, as there is nothing of the sort in Goleta. The brewery has “enough TVs to make sports fans happy,” but is low-key enough that it isn’t a sports bar, Rose said.

Marshall Rose, who announced in November he would be stepping down as Executive Director of the Downtown Organization, described the menu as “eclectic” and not driven by entrees; although entrees are available. Pizzas take center stage as the hallmark portion of the menu, with the dough and sauce made fresh on-site. You can also find paninis, soups, salads, and burgers on the menu.

And of course, as with any brewery, they offer a wide selection of beer. In addition to a full bar and wine list featuring all Central Coast wines, Hollister Brewing Company will have five guest beers on tap from difficult to find microbreweries. Currently they have seven house brews, a number that should grow to between eight and 12 over time. Hollister Hefeweizen, Pigman Pale, Beachside Blonde, Organic Amber, Inaugural Pale Ale, Blown Out Stout, and Magic Clamp Weizenbach are the seven currently featured on the menu.

The brewery will be open every day at 11 a.m. with a flexible closing time of about 10 p.m.. Happy hour will be between 2 and 6 p.m., with house beers priced at $2.75. The restaurant will also offer a “hoppy meal” from 11 a.m. to 2 p.m. Monday through Friday, where patrons can get a beer for $2 with their meal.